Commodity products are boring - it's the nature of the beast.
Credit cards, soap, drugstores, and lens outlets all suffer the same problem. They don't have a very exciting brand. How much can you say about something that people hardly give any thought to in their daily lives. Sure, everyone uses soap (hopefully), but what kind of hip new things can a company say about it that haven't already been said on the box? It's sort of self-explanatory, after all.
Source: https://www.entrepreneurshipsecret.com/how-to-add-personality-behind-your-brand/